business research methods final individual report celebrity influences marketing influencer marketing impact on buying behaviour among teenagers

The research on social media trends, on the other hand, according to Lou & Yuan 2019, has shown that 94% of firms successfully use influencer marketing in their product promotions.. Ther

VIETNAM NATIONAL UNIVERSITY — HO CHI MINH CITY

INTERNATIONAL UNIVERSITY

SCHOOL OF BUSINESS ADMINISTRATION

BUSINESS RESEARCH METHODS

FINAL INDIVIDUAL REPORT

CELEBRITY INFLUENCES MARKETING: INFLUENCER MARKETING

IMPACT ON BUYING BEHAVIOUR AMONG

TEENAGERS NGUYEN TAN DUY- BABAWE19222

LECTURER: MR LE DINH MINH TRI

JULY, 2022

Note: Change Topic

Il

IH

Abstract

In this study, several influencer marketing impacts on teenagers have been assessed critically To determine the impact of influencer marketing on teenagers, a survey of 25 persons was done using simple random sampling

to produce the sample size 72% of study participants, including the majority of youngsters, thought items were dependable, whereas Various social media personalities were promoting the merchandise 80% of teenagers from around the world concur with the reality that social media influencers may have a significant impact on kids in terms of behavior because they lead similar lifestyles, and brand impressions Thus, it may be concluded that women are more likely to be significantly impacted than men their age

Introduction

Influencer marketing enables businesses to work with influential, specialist content producers to raise brand recognition, boost traffic, and reach target audiences with messaging Since brands and creators work together, organizations may reach more of their target demographics Influencer marketing, according to Campbell & Farrell (2020), aids in leveraging well-known brands without the need for a comprehensive operational manual for marketing Because of this, marketers must work with various content creators on many platforms, including social media and YouTube, to attract the attention of influencers' subscribers The research on social media trends, on the other hand, according to Lou & Yuan (2019), has shown that 94% of firms successfully use influencer marketing in their product promotions This is the method via which the corporation may easily reach its target market Influencer marketing also enables many companies to make use of the influencers’ professional degree

of expertise in terms of influencing people's opinions This essay defines influencer marketing's various facets and effects on companies

Literature Review

1 Different types of influencers

Based on the platforms where they are generating their content and how well-known they are, there are several types of social media influencers accessible For instance, some influencers operate on Instagram, others on Twitter, and some on YouTube They use these social networking sites for their businesses and influence various directions According to Blakemore

et al (2020), the criteria for identifying social media influencers include

having more than 10,000 followers and, in the case of Instagram, having a blue checkmark to the left of their name There are five different categories

of social media influencers based on the number of followers they have: Mega-influencers, who have more than one million Macro-influencers who have 500 K to 500 K followers Mid-tier influencers, who have 50 K to 500

K followers, Micro-influencers, who have 10 K to 50 K followers And Nano-influencers (followers: 1K to 10K) As a result, the influencers' ability

to demand payment from businesses depends on how many followers they have In addition, the influencers' follower counts are correlated with how good they are at reaching their target audience

2, Theories that influence buying behavior of teenagers

a Psychoanalytic Theory

The most popular medium utilized by teenagers nowadays is social networking It has been noted that psychological risks are present among teenagers regarding their purchasing behavior, as shown by Jarrett and Vince (2017) According to observations made in most cases, teenagers frequently discuss the idea of making purchases based only on viewing advertisements on social media

Figure Error! No text of specified style in document.-1: Share of online purchasers by getting a direct connection from the

sellers of different countries

(Source: Statista.com, 2021)

Regarding the graph mentioned above, it may be concluded that practically everyone today has access to direct connections through internet platforms Nevertheless, when 1t comes to purchasing anything from any platform, teenagers who follow social media influencers have the most power According to Hossain (2017), the psychoanalytic theory is the sole method for studying social media's influence on teenagers Therefore, it is

essential to construct a theoretical study of the variables that significantly

influence youth On the other hand, Jarrett and Vince (2017) have shown

that the effects of personal life may be used to determine an individual's

personality By providing several advertisements, it has been discovered

that fictitious influencers are influencing youngsters in various ways

Teenagers may not include, but most people are struggling with issues like

losing personal information and internet breaches due to making the wrong

purchases from various ambiguous websites

b Maslow's Motivation-Need Theory

People acquire equipment to meet their demands However, marketing

has been observed in some instances when children are encouraged to

acquire items that are not necessary or required-according Simamora

(2021), buying deals with the perspectives of safety, love, self-esteem, and

actualization processes while acquiring essential commodities based on

Maslow's theory of motivation It must be demonstrated that most of the

purchase rate depends on promotional information on social media

Simamora (2021) states that the proposed theory would produce

perspectives on trends that primarily impact teenagers’ purchasing

behaviors According to Maslow's hierarchy of needs, following trends has

a detrimental impact on certain youths However, such viewpoints enhance

the likelihood of escalating risks on online platforms

54.3%

Figure Error! No text of specified style in document.-2: Distribution of Instagram influencers in India

(Source: Statista.com, 2021)

It has been observed that the views and flowers for Instagram

influencers grew significantly beginning in January 2020 (Statista.com,

2021) Thus, growing influencers may have referred to teens who insist on following them due to a lack of informed alternative resources Therefore, studying their favorite celebrities has directly contributed to their

purchasing behavior

3 Methods

This research paper used a survey approach to perform primary quantitative research Consequently, this article was created based on the survey results from randomly selected individuals As a result, 25 persons were included in this study report using a basic random sampling procedure According to Attia and Edge (2017), the survey approach aids in the collection of traditional datasets related to the study topic The survey questionnaire was posted on social networking sites, and the adolescents' age was restricted Consequently, this study paper is centered on the target audience of 13-19-year-olds since they can stay more engaged in the social media platform, and social media influencers readily persuade them Consequently, a graphical analysis of the survey results was carried out According to Kothari (2004), graphical representations can improve comprehension of gathered data sets since they reduce the need for words The survey analysis assisted the researcher in determining the researcher's lack of understanding regarding the many parts of influencer marketing tactics capable of influencing teens Gender disparities have also been used

in this study report Organizations are adopting various components of influencer marketing that severely impact their company's success due to a lack of awareness

Methodology

This study incorporates the Positivism research philosophy to determine the various effects of influencer marketing on teens from different countries According to @rngreen and Levinsen (2017), positivist research philosophy aids in analyzing various relationships based on various factual pieces of knowledge that may be obtained through reliable measurements As a result, the survey approach aided in implementing this ideology This enables the researcher to negotiate the many study

phenomena As a result, this study may state the many correlations between the various features of businesses! influencer marketing techniques and their effect on teens as buyers

This research report employs a deductive research technique As Snyder (2019) points out, the deductive research technique assists

researchers in analyzing the many accessible hypotheses and theories in terms of analyzing the various features of the study phenomenon As a result, in terms of analyzing the effect of influencer marketing on

adolescents, this research study may analyze the many features of influencer marketing as well as distinct components of consumer behavior and viewpoint Furthermore, the Exploratory Research Design was used in this research article to investigate the impact of different firms' influencer marketing techniques on their adolescent clients According to Mohajan

VI

(2018), this research design can assist the researcher in developing a specific framework for the research as well as exploring new aspects of the research phenomena As a result, the researchers may investigate how influencers might impact youngsters

Ethical considerations

A participant agreement form accompanied the survey questionnaire, and participants were only permitted to complete the questionnaire after agreeing to all of the terms and conditions of the consent form As a result, participants were free to leave the research poll if they felt uncomfortable answering questions Furthermore, no personally identifiable information was gathered from the research participant No one was required to take part

in the survey The survey was entirely voluntary All information acquired was password-protected, and access was restricted to the study team exclusively The acquired data sets were entirely erased when the research was completed to ensure safety The data has not been used for commercial purposes The obtained results have been put to any corporate purpose The data sets were sole to be utilized for scholarly reasons All secondary materials utilized in this article were used after proper paraphrasing and reference to prevent plagiarism concerns

Results

Question one of the surveys attempts to assess the age distribution of survey respondents As a result, 48% of respondents are between the ages of 15-20, while the majority of participants (52%) are between the ages of 11 and 15 As a result, the datasets acquired are generalizable to teens of any

age

The second survey question is regarding the genders of teens who are most impacted by the businesses' influencer marketing methods As a result of the poll, 60% of respondents are female In comparison, just 40% are male teens whom different businesses’ influencer marketing methods might impact

The final poll question asked if teens thought certain items were more trustworthy when their favorite influencers recommended them As a result, 72% of the teens in this study are interested in the research subject, while 20% are not

According to the fourth question of this poll, because influencers and teens are primarily from the same culture, they are more reliant on influencers Only 12 participants responded that they were unsure about the effect of belonging to the same culture, whereas 68% of themes disagreed with this culture-related fact

In the fifth question of the poll, the influencers' and followers' teens' lifestyles are primarily comparable, making influencer marketing more efficient in attracting teenagers As a result, 13% of respondents disagreed with this fact about comparable lifestyles, while 80% agreed with it 76% of students who participated in this research survey's sixth question, brand recognition has been favorably impacted by influencer marketing in

recent days As a result, 20% of the research participants disagreed that

influencer marketing is enhancing their brand recognition

In the seventh question of the survey, 88% of the study participants

indicated that the trend of influencer marketing is being strengthened

among the different companies of the different sectors due to the rising level

of followers of the social media influencer As a result, just 12% of those

polled disagreed with the fact given in the question

According to the replies to question eighth, 76% of respondents believed that the business is effectively utilizing various influencers to increase their market reputation in the sector on a worldwide scale As a result, just 20%

of respondents disagreed that brands may have a favorable effect on the

worldwide market among foreign buyers As a result, according to the last

question of this poll, 88% of teens worldwide utilize things advertised by

their favorite influences in their materials On the other hand, just 12% of

teens have claimed that they do not utilize everything their favorite

influencers promote

Do you find the products more reliable when it is

suggesfed by your favorite influencers?

Figure Error! No text of specified style in document.-3: Question 3

According to 72% of research participants, most teens deemed items

reputable while different social media influencers were endorsing the products According to Radwan et al (2021), most individuals nowadays are successfully linked with social media As a consequence, individuals feel closer to the

various social media influencers However, 20% of research participants

disagreed with this statement As a result, people can be influenced by other

variables such as becoming less active on social media or not being readily

influenced owing to their personality traits

Asa result of having a similar lifestyle you feel more relatable with the social media influencers?

Strongly agree

N34 gt

Neutral

IĐET-|-44—-

Strongly Disagree

#Series2 *# Series1

Figure Error! No text of specified style in document.-4: Question 5

Following poll respondents, 80% of teens from around the world think that social media influencers may significantly influence teenagers’ brand

impressions since they live a similar lifestyle According to Ntapiapis (2021), social media connects individuals worldwide and influences their lifestyles At the same time, 16% of them disagreed

Do you think that due to belonging from the same culture

you can more depend on influencers of social media?

Figure Error! No text of specified style in document.-5: Question 4

A similar culture among the people might boost their degree of trust As

a result, 72% of the participants agreed to their shared cultural background

According to Ntapiapis (2021), social media connects individuals from all over the world, influencing their culture by increasing their ability to be influenced

by others As a result, people are more susceptible to being influenced by people from similar cultures

VII Discussion

Social media is connecting people and mixing their lifestyles, which improves the path of influencer marketing

Teenagers' widespread usage of social media is increasing their connection with others As a result, they are more likely to be affected by other individuals Companies may easily influence this environment by pushing their products using influencer marketing tactics Because followers and influencers are so closely linked, the creation of similar lifestyles among them is possible As a consequence, influencers may easily have an impact on their followers with any product In this regard, Chwialkowska (2019) claims that social media influencers can significantly impact the individuals with whom they are affiliated However, they endeavor to preserve their ethical beliefs to keep their status as social media influencers

Specific Age groups of teenagers are able to get easily affected by the influencers

According to the poll above, the age range of 11-15 is more susceptible to being affected by the identified social media influencers As a result,

influencers can captivate teens, as this age group is less concerned with actual lice than the rest of the globe Consequently, it is feasible to infer that social media influencers significantly impact the age group since they have agreed to purchase nearly all of the things recommended by their favorite influencers Based on the most recent Campbell and Farrell (2020), social media influencers have said in many research that influencing teens is simpler than influencing any other age group As a result, teens with greater social media involvement are more easily persuaded

VIII Conclusion

The results indicate that most social media influencers can impact teens who are heavily involved with social media As a result, influencer marketing tactics can take advantage of the connectedness between followers and influencers associated with people's cultures and lifestyles Furthermore, influencers can boost their degree of effect on followers aged 11-15 since they have agreed to buy practically anything that their favorite influencers promote on any social media platform Furthermore, according to the survey study done in this research article, it has been determined that gender might also play a crucial effect since female teens are more susceptible to influencers than their age group As a result, the positivist research philosophy has aided in analyzing the

many components of the research phenomenon in terms of producing the various aspects of influencer marketing

This research paper is being created using primary data As a result, the topic relevance has been suitably preserved; nevertheless, sustaining reliability

at a higher level is not possible since participants are allowed to offer false information in the survey form Furthermore, these study questions have not been used in earlier studies

As aresult, this study paper analyses the many phenomena related to teens' purchasing behaviors and the impact of influencer marketing As a result of this research, mixed methodology-oriented research in terms of analyzing the efficiency of influencer marketing in different sectors may be produced Furthermore, they8 can affect diverse age groups, and this study report can help with that

1 Attia, M., & Edge, J (2017) Be (com) ing a reflexive researcher: a

developmental approach to research methodology Open Review of Educational Research, 4(1), 33-45 Retrieved

from: https://www.tandfonline.com/doi/pdf/10.1080/23265507.2017 1300068

2 Blakemore, J K., Bayer, A H., Smith, M B., & Grifo, J A (2020) Infertility influencers: an analysis of information and influence in the fertility webspace Journal of assisted reproduction and genetics, 37(6), 1371-1378 DOI:

https://doi.org/10.1007/s10815-020-01799-2

3 Campbell, C., & Farrell, J R (2020) More than meets the eye: The functional components underlying influencer marketing Business Horizons, 63(4), 469-479 Retrieved from: https://www.researchgate.net/profile/Colin-

Campbell16/publication/340255557_More_than_meets_the_eye_The_functional_

components_underlying_influencer_marketing/li

nks/5eb9fabc9285 1cd50dab4ad7/More-than-meets-the-eye-The-functional-

components-underlying-influencermarketing pdf

4 Chwialkowska, A (2019) How Sustainability Influencers Drive Green Lifestyle

Adoption On Social Media: The Process Of Green Lifestyle Adoption Explained

Through The Lenses Of The Minority Influence Model And Social Learning Theory Management of Sustainable Development, 11(1) Doi: 10.2478/msd-2019-0019

5 Hossain, M., 2017 Psychoanalytic theory used in English literature: A descriptive study Global Journal of HumanSocial Science: Linguistics &

Education, 17(1), pp.41-

46.https://1filedownload.com/wpcontent/uploads/2019/12/1970- 1-1974-1-10-

20170524.pdf

6 Jarrett, M and Vince, R., 2017 Psychoanalytic theory, emotion and

organizational paradox The Oxford handbook of organizational paradox, pp.48- 65.https://researchportal.bath.ac.uk/files/185682202/Final_ Jarrett_Vince_ parado x_chapter_2016.pdf

7 Kothari, C.R., (2004) Research methodology: Methods and techniques New

Delhi: New Age International

8 Lou, C., & Yuan, S (2019) Influencer marketing: how message value and credibility affect consumer trust of branded content on social media Journal of